Jose Cebrian says, “The future of email will be live content. First-party data will be the key differentiator in driving results, so the latency of today’s production process will need to change.

The advent of real-time content in email over the last few years is changing how marketers can drive relevancy and increase revenue. But to truly leverage its power will require fundamental changes — not only in how we plan what content to show email recipients, but also in the way we look at the data that drive those content decisions.

Consider the following email scenarios from the recipient’s perspective:

The points junkie — When emails show outdated rewards points data, it indicates the company is slow, and the customer doesn’t feel rewarded. If the customer sees her latest points balance, status and offers when the email is opened, even if it is a month later than the send, it indicates that the company is well-run and connected. And proving that the information is relevant to the customer encourages closer inspection of the email“.

Planning Email For When It’s Seen, Not When It’s Sent

Marketing Land

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